Your company’s created a collection of two to three years’ worth of weekly data for every driver of sales, including all marketing channels, but also across areas like price promotions, distribution and product changes. You can now analyse ROI (return on investment) for each media channel to determine the ones you should continue to invest in. Which analysis technique have you used?
Attribution
Machine learning
Cross-channel
Media mix model
Correct Answer
Media mix model
About the Google Ads Measurement Certification
The Google Ads Measurement Certification tests whether you can measure what your ads really achieve: setting up conversion tracking, choosing attribution models, closing data gaps with enhanced conversions and consent mode, and testing incrementality.
Exam guide and all 364 Google Ads Measurement questions →Related Google Ads Measurement questions
- 1Your company produces chocolate bars. You need a method for determining the amount of sales driven by each media channel in your advertising campaign. You want a method that considers all possible factors in those sales, such as marketing, branding consideration, the economy, competitor actions and even the weather. Which analysis technique should you use?
- 2If you’re preparing for the Google Ads Measurement Certification , you may already know what attribution models are. But do you understand how they influence Smart Bidding decisions ? Google’s bidding algorithms rely on conversion data — and that data is shaped by the attribution model you choose. This article will help you connect those two concepts: how attribution changes bidding behavior , and how that appears in certification exam questions. Smart Bidding algorithms (Target CPA, Target ROAS, Maximize Conversions) rely on conversion data to: But here’s the key: Each model decides which touchpoints in the user journey get credit for a conversion. If you use Last Click , Smart Bidding only sees conversions attached to the final click — even if earlier interactions were more influential. Let’s say you run a multi-touch campaign: If you use Last Click , Smart Bidding gives all conversion credit to Search . If you use DDA , it may give partial credit to Display. Result:Multiple correct
- 3You’re working to demonstrate the business value of your company’s digital marketing investments. You currently measure media performance using channel-specific KPIs (CPM, CTR, view rates). However, you struggle to connect these metrics to overall business goals and show ROI to your leadership. You want to implement cross-media measurement and a structured experimentation framework. Which approach would enable you to demonstrate the business value of your campaigns and drive continual improvement?
- 4Your client’s CEO asked their CMO for the revenue contribution and ROI of last year’s total marketing budget. The CMO’s annual marketing portfolio included online and offline channels, across both brand and performance media. Which measurement solution should the client use?
- 5Besides attribution, what’s another method used to analyze the return on investment (ROI) for media?
- 6What method can be used to analyze the return on investment (ROI) for media, apart from attribution?